Converting Industrial Search Intent Into 202% More Conversions for a Steel Tube Fabricator

G&J Steel & Tubing is a New Jersey-based B2B industrial manufacturer specializing in steel tubing, tube bending, tube end forming, laser tube cutting, and custom metal fabrication for OEMs and industrial customers. Upward Engine deployed a combined SEO and PPC strategy focused on the high-intent non-branded searches that drive RFQs and real manufacturing inquiries. In March 2026, the campaign delivered 127 total conversions—up 202.4%—including 19 RFQ form submissions up 533% and 50 contact forms up 525%.

Services Used:

PPC, SEO

Project Overview

G&J Steel & Tubing is a precision-focused B2B industrial manufacturer based in New Jersey that specializes in steel tubing, tube bending, tube end forming, laser tube cutting, metal fabrication, welding, and value-added assembly services. Their customers are OEMs, engineers, and sourcing managers who search for very specific fabrication capabilities when evaluating manufacturing partners. Upward Engine partnered with G&J Steel & Tubing to build a combined SEO and PPC campaign designed to improve their visibility for the high-intent non-branded searches that generate real manufacturing inquiries and RFQ submissions from qualified industrial buyers.

The Challenge

G&J Steel & Tubing operates in a competitive industrial manufacturing space where buyers search for very specific fabrication capabilities—not broad general services. The main challenge was improving their search visibility for high-intent non-branded queries related to tube bending, steel tubing, metal tube fabrication, and related production capabilities so they could attract more qualified traffic from OEMs, engineers, and sourcing teams. Like many niche manufacturers, their website wasn't generating enough qualified leads. The business needed stronger search positioning for the exact services that drive RFQs and sales opportunities, along with a more effective way to convert that traffic into measurable business results.

Our Approach

Upward Engine launched a dual-channel SEO and PPC strategy for G&J Steel & Tubing, focused on winning the high-intent industrial searches most closely tied to revenue-generating inquiries and RFQ submissions from OEMs and industrial buyers.

Capability-Focused Keyword Targeting: Aligned the campaign around tube bending, tube end forming, steel tubing fabrication, and related service terms that industrial buyers actually use when evaluating fabrication partners.
Service Page Optimization: Strengthened organic visibility and relevance for core service pages to improve competitive rankings and attract more qualified traffic from high-intent manufacturing searches.
PPC Conversion Alignment: Improved landing-page relevance and conversion paths to ensure paid traffic translated directly into RFQ form submissions and contact inquiries.
Qualified Traffic Focus: Concentrated both SEO and paid spend on searches with real commercial intent, avoiding broad traffic that doesn’t convert into manufacturing opportunities.

Results

The campaign produced a dramatic lift in business-impacting performance. In March 2026, the site generated 127 total conversions, up 202.4% from the prior period, including 50 contact form submissions up 525.0%, 19 RFQ form submissions up 533.3%, 24 phone clicks up 300.0%, and 34 email link clicks up 36.0%.

Organic search alone delivered 491 sessions and 53 conversions, with organic conversions up 178.9%, demonstrating that SEO was driving materially stronger lead activity. The organic traffic report showed 589 total organic sessions and 391 engaged sessions with a 66.38% engagement rate, and the SEO report recorded 35,331 impressions and 287 URL clicks.

The campaign translated improved search visibility directly into measurable inquiries, RFQs, and conversion growth—giving G&J Steel & Tubing a far stronger organic and paid pipeline from highly relevant industrial search traffic.

202.4% More Conversions

Total site conversions reached 127 in March 2026, up 202.4% from the prior period

533% More RFQ Submissions

RFQ form submissions grew to 19 per month, up 533.3% from the prior period

525% More Contact Forms

Contact form submissions increased to 50 per month, a 525% jump from prior baseline

178.9% Organic Conversions

Organic search conversions increased 178.9% alongside stronger keyword rankings

Takeaway

G&J Steel & Tubing’s results show that a precision-focused SEO and PPC strategy can transform a niche industrial manufacturer’s website into a high-performing lead engine. The 202% surge in monthly conversions and 533% jump in RFQ submissions are a direct result of targeting the search intent that industrial buyers use when they’re ready to source a fabrication partner.

What’s Next?

The next phase focuses on strengthening rankings for the highest-value service and capability keywords tied to steel tubing, tube bending, metal fabrication, and OEM manufacturing support. Plans include expanding core service pages, improving internal linking around high-converting capabilities, and pushing more domain authority toward the pages already generating the most leads and RFQs.